‘Sate Kajang Hj Samuri’ A Socioeconomic Game-Changer

What started out as a small unassuming enterprise at Gerai No 5,’Sate Kajang Hj Samuri’, the grilled skewered meat that many local food lovers just seem to relish. Medan Sate Kajang in 1992 has grown in such proportions as to become not only synonymous with Kajang, but also part of the economic game-changer for the town itself.

As to how Sate Kajang Haji Samuri came to exist, the story goes that its ‘founder’ Datuk Samuri Juraimi who sadly passed away today aged 73, due to liver cancer, felt that he needed to rebrand his product and give it a fresher perspective to make it stand out above the growing competition.

Prof Datuk Dr Mohamed Fadzil Che Din who regards the food as one of his favourites, said Sate Kajang Haji Samuri contributed a lot to the economic and social development of the country, particularly Kajang.

“Among its contributions is the economic development of the Malay community, through the formation of the Sate Kajang Haji Samuri network which gave members the opportunity to venture into the enterprise.

“In addition, the rebranding of the food has become a symbol of community solidarity in Malaysia because not only Malays, but also Indians and Chinese appreciate and enjoy eating it,” he told Bernama when contacted.

Mohamed Fadzil who is also Universiti Pertahanan Nasional Malaysia deputy vice-chancellor (Academic and International) said the rebranding indirectly promoted the image of Kajang which then was overshadowed by two neighbouring districts, Bangi and Serdang.

“Bangi and Serdang are very familiar to the public as they already have their own brand in Universiti Kebangsaan Malaysia and Universiti Putra Malaysia, respectively.

“Kajang only came to be known better through Sate Kajang Haji Samuri, and after the launch of Phase 2 of the Mass Rapid Transit (MRT) Sungai Buloh-Kajang line that also has a station at Kajang Stadium,” he said.

Recalling his days as a UPM student, he said he would help himself to Sate Kajang Haji Samuri every month as a self-motivation gift.

“At my graduation, I was the recipient of the UPM Chancellor’s Gold Medal Award and my sister-in-law organised a celebration for my success at the Sate Kajang Hj Samuri restaurant,” he said sharing his nostalgia.By Ismail Amsyar Mohd Said
— BERNAMA